Abstract:
This research paper investigates the effect of marketing mix strategy on organizational
profitability in Dashen Brewery Share Company. The survey research design called
descriptive and explanatory method was used in this study, which involves using 33-
closed ended questionnaire in collecting data from sixty-six (66) respondents.
Correlation coefficient and multiple regression analysis were used to analyze the data
with the aid of statistical package for social sciences (SPSS) version 20. The results show
that the independent variables (i.e Product, Price, Promotion and Place) were significant
joint predictors of business performance in term of profitability (F (4, 40) = 41.449; R2
= 0.806; P<.05). The independent variables jointly explained 80.6% of variance in
profitability. Subsequently, recommendation were made to Dshen Brewery Share
Company. Produce continually embrace product development strategy as this strategy
provided a framework for creating new products or improving the profitability, cost or
quality of existing products. On Pricing Strategy, Dashen brewery should continually
adopt pricing strategies (market penetration pricing, premium pricing, price skimming
and economy pricing) as these tactics were found to have a positive impact on
profitability. Although a successful pricing strategy can increase revenue and
profitability, careful planning is also essential to minimize the risk of costly mistakes
related each specific strategy. On Promotion Strategy Dashen Breweries must
continually embrace promotion strategies. This is based on the evidence that
Promotional and marketing strategies helped the company utilize the skills of its
employees and stakeholders especially in developing creative approaches to sales and
customer service. Promotional and marketing mix strategies are also important for
guiding the business into the development of financial goals. Dashen Brewers should find
a strategic market location; the location site must be convenient to the customer. The
location must also be easily accessible and should provide the customer with a feeling of
safety upon their arrival and exit.
